DC Sports New Logo

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First the Washington Bullets, now the DC Bullet. Are any bullets safe in this politically correct world?

By Hilary Goldstein

Today Warner Bros. unveiled a new logo for not only DC Comics, but for all Warner Bros. films, television shows, videogames and toys based on DC properties. The new logo, featuring a star chasing its own tail, replaces the DC bullet logo, which served the company since the mid-'70s. The new logo debuts May 25 on the cover of DC Special: The Return of Donna Troy. The rest of DC's comic book lineup earns a logo replacement the following week.

The new logo will also be featured on all new toys, films and future television shows. This means that future seasons of Smallville will incorporate a 3D logo in a similar fashion to Marvel's flipping pages into to its film properties over the past few years. The animated logo debuts June 15 at the start of Batman Begins. The change to a universal logo is meant to signify Warner Bros.' new attitude towards its properties.

"DC is a unique and powerful asset whose characters have long been exceptional performers for Warner Bros. with billions of dollars in cumulative sales," said Kevin Tsujihara, Executive Vice President, Corporate Business Development & Strategy, Warner Bros. Entertainment. "This new logo and branding program is a statement that the DC brand is a strategic asset and vital tool in our approach to creating and developing films, television, merchandising and games."

Designed by Josh Beatman of Brainchild Studios, DC's new logo is already suffering the typical lukewarm reception of the Internet community. While the DC Bullet joins the Washington Bullets in a graveyard built by a politically correct society, the quality of DC's books won't change. That's really all the matters.